The WARC Podcast TV as a full-funnel channel
Oct 21, 2025
Angela Voss, CEO of Marketing Architects, specializes in television advertising and marketing effectiveness. Joined by Alex Brownsell, WARC Media's Head of Content, they discuss the often-overlooked power of TV as a full-funnel channel. They emphasize the importance of evidence-based marketing and how TV can drive both immediate sales and long-term brand memory. With shifting viewing habits and the rise of streaming, they tackle the measurement gaps and advocate for a balanced investment in brand and performance for optimal ROI.
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Evidence Over Hype
- Evidence protects marketers from chasing shiny trends and separates impact from illusion.
- Angela Voss says TV, tech and effectiveness research connect creative, media and analytics into an accountable system.
Short-Term Focus Starves Future Demand
- Over-optimizing short-term performance starves long-term demand and mental availability.
- Angela Voss argues TV builds memory and scale that sustain growth beyond immediate attribution windows.
Measurement Distorts Investment
- Measurement gaps distort budget allocation and favor channels that show immediate returns.
- Alex Brownsell cites a study showing paid search is over-attributed while brand TV is undercounted in many models.